THE or well water, taken from municipal or private utility systems or other

BOTTLED water, distilled water or any of the foregoing to which chemicals may be
added and which are put into sealed bottles, packages or other containers,
WATER
to be sold for domestic consumption or culinary use. The Bottled Water
INDUSTR
market consists of sales of bottled water services and related goods by
Y – AN entities (organizations, sole traders and partnerships) that provide bottled
OVERVIE water. The bottled water industry includes establishments that purify and
W supply bottle water.

Currently, India is the tenth largest bottled water consumer in the

Thirty years
world. With over a thousand bottled water producers, the Indian bottled
ago,
water industry is big by even international standards. There are more than
packaged/bottl
200 brands, nearly 80 per cent of which are local. Most of the small-scale
ed drinking
producers sell non-branded products and serve small markets. In fact,
water barely
making bottled water is today a cottage industry in the country.
existed.
Nowadays the
Market Analysis of Bottled Drinking Water Adoption:
product forms
o 80% of the diseases in India are water-borne.
an essential
business by its o 60% - 80% children suffer from water-borne diseases.

stable and still o 50,000 people die every day due to water contamination.

growing o India has 17 million cases of viral hepatitis, and

market – o 8 million cases of typhoid every year.
locally and
globally. Convenience of consumption and its effect on human nutrition are the
Bottled factors that are increasing the demand of the market. The growing
drinking popularity of functional water among the working class and millennial
water can be populations is expected to further improve the development of the market.
described as
any product,
including
natural spring
1|Page
COMPETITIVE LANDSCAPE (MAJOR PLAYERS,

2|Page
1.2 OVERVIEW OF THE MARKET SHARE

Currently, Bisleri continues to lead in the Rs 700-1,000 crore organized, packaged water market
with an estimated 40 per cent market share, followed by Kinley at 28 per cent and Aquafina with
an 11 per cent share. In terms of volumes, the North and West remain Bisleri's biggest
performing markets, despite the brand's sustained national-level presence. The market has been
growing for the last three years at an unimaginable rate of 80%. The market size of bottled water
is expected to surpass the size of soft drinks market very soon in the near future.

Individual Market Shares:

BISLERI-40%, KINLEY-28%, AQUAFINA-11%, OTHERS-21%

Due to the demand for water, a large number of "mineral water manufacturers" have been
spawned selling little more than tap water to the unsuspecting consumer, the majority of whom
are still very native about mineral' water.
Pepsi Co's Aquafina brand, which debuted the bottled water business in September 1999, targets
the youth sector and concentrates on just one pack size, 750ml priced ten rupees.

3|Page
Coca-Cola is the most recent entrant (May 2000) with its Kinley, brand and in a controversial
and unsuccessful marketing campaign, it obtained an endorsement from the Federation of Family
Physicians' Association of India (FFPAI), a lesser known body of doctors for its brand.

Estimates show that there are around 100 small regional players in the bottle water market and
the number have been growing at an unbelievable 70%-100% per year, year on year, for the past
four years. This has enticed a number of international brands in the market besides Coca-Cola
and PepsiCo-Nestle (Pure Life), Britannia, Lever, United Breweries and Shaw Wallace. Danone
Pairs launched Evian some time back and even imported hundreds of cases for VIP guests
celebrating the Hindu festival, KumbhMela.

The government has been forced to sit up, take notice and tighten regulations after
comprehensive sample tests were taken by consumer groups and found that a number of the
smaller and more unscrupulous "opportunistic" players were selling little more than tap water.

Until recently the government of had set standards only for mineral water and even the PFA
(Prevention of Food Adulteration Act) and BIS (Bureau of Indian Standards) were deficient
when compared to international markets.
Under the new regulations 48 specifications are to be met for water to become mineral water and
for packaged drinking water there are 43 specifications. But small players are bound to fall out of
the market by April 1, 2001 when the new regulations were supposed to be enforced.

1.3 SEGMENTATION

4|Page
1.4 CONSUMER HABITS & PRACTICES

 Consumers are growing more health conscious and are more careful of their drinking habits.

 Brand loyalty is very low as all the products taste the same so they can buy just any product
which is on the shelf, same as that of soft drinks and fruit beverages.

 Availability in the chilled form and brand awareness plays a crucial role in purchase
decisions.

 While there is no aversion to consumption of mineral water by any age group, this product is
mainly consumed by the people in the age group of 20-35 years who have less attraction of
soft drinks or other synthetic drinks whereas youngsters look in for soft drinks and fruit
beverages to quench their thirst.

 Visibility is another factor that should be taken care of by the companies as consumers are
not very brand loyal and consume whatever is in front of them.

Consumers often drink bottled water as an alternative to tap water. They think it tastes better (no
chlorine taste) and perceive it to be safer and of better quality. They also look for security: food
scandals in industrialized countries and water-borne diseases in developing countries greatly
influence consumers’ attitudes. Consumers buy bottled water to feel well and to lose weight.
Bottled water is perceived as a healthy alternative to other beverages. Thus, for the aerated
beverages bottled water offers a potential threat.

Moreover, increasing urbanization, causing declines in tap-water quality, can also explain the
popularity. Because it is untreated, natural mineral water is perceived as “natural” by city
dwellers looking for genuine products. Higher living standards and auto usage enable people to
easily bring home more and heavier bottles of water. At the office, a bottle of water is now a

5|Page
common sight on the desk, next to the computer and the telephone. Drinking bottled water is a
sign of a rise in the social scale. Above all, bottled water has become a huge marketing success.

OBJECTIVES OF THE STUDY

 To learn about the domestic packaged drinking water market, its market share and Brand
Bisleri in detail.
 To find about consumers' and retailers' brand preference
 To see whether there is a threat to the mineral water market from water purifiers and soft
drinks.
 Whether the people of Delhi & its Ncr are happy, paying for water.
 Whether the people of Delhi & its Ncr are getting health conscious.
 To find the retailers view on the mineral water market and to assess the future prospect of
the market.
 To find the potential of Mineral water market in Delhi & its Ncr.

6|Page
 CHAPTER THREE

LITERATURE REVIEW
3.1 BOTTLED WATER
Consistent quality and taste are two of the principal differences between bottled water and tap
water. While bottled water originates from protected sources - largely from underground aquifers
and springs - tap water comes mostly from rivers and lakes.

Another factor to consider is the distance tap water must travel and what it goes through before it
reaches the tap. In compliance with international regulations, bottled water is sealed and
packaged in sanitary containers. If a bottled water product is found to be substandard, it can be
recalled. This can’t happen in case of tap water.

According to regulations in the US, when bottled water is sourced from a community water
system the product label must state so clearly. However, if the water is subject to distillation, de
ionization or reverse osmosis, it can be categorized that way, and does not have to state on its
label that it is from a community water system or from a municipal source.

Processing methods such as reverse osmosis remove most chemical and microbiological
contaminants.

3.2 THE MANUFACTURING PROCESS

Processing and Quality Assurance

 The casing tube itself is protected with stainless steel mesh to give a preliminary filtration to
the water.
 Ultra filtration gives water reduction in turbidity and adds sparkle
 Activated carbon purifier to remove color and odour in water
 Reverse osmosis membrane has porosity of less than 0.01 micron the process renders water
free of microorganisms and also reduces dissolved solids

7|Page
1
www.nrdc.org/water/drinking/
To ensure mineral water is held safe free from contamination, ultraviolet treatment and
ionization process is carried out. Ozone is unstable trivalent oxygen, a very powerful bactericide
with no side effect, as it disintegrates into oxygen within couple of hours.

Sterilization effect of ionized water continues even after water is packaged, thereby ensuring
safety of Mineral Water up to its final packing. To ensure high quality of packing materials,
components like caps and bottles are manufactured in-house from resins of quality suppliers.

Good Manufacturing Practices are stringently followed at all times. Processing is religiously
monitored at every stage. Testing source water, processing parameters, microbial quality,
packaging material integrity and finally, shelf life studies, forms an integral part of quality and
safety assurance plan.

Labeling
The Name of the Product shall be the appropriate terms as defined. Water containing carbon
dioxide that emerges from the source and is packaged directly with its entrapped gas or from
which the gas is mechanically separated and later reintroduced at a level not higher than
naturally occurring in the water, may bear on its label the words naturally carbonated or naturally
sparkling. Packaged water which contains carbon dioxide at levels than those naturally occurring
in the source of the product shall be labeled with the words carbonated, carbonation added or
sparkling.

Rules and Regulations

The Bureau of Indian Standards (BIS) has just recently got involved in the process. In September
2000, the Government of India made it mandatory for all bottled water companies to get an ISI
mark, including imported bottled water brands like Evian and Perrier. The Ministry of Health
and Family Welfare had set a deadline of Mar 29, 2001 for complying with the new norms.

1
8|Page
www.nrdc.org/water/drinking/
3.3 MARKET CATEGORISATION

The market initially had only one SKU of 1 litre this was followed a by a number of smaller and
bigger SKUs. Based on these SKUs we can divide the entire market into two segments:

 Retail consumption market

 Household & Institutional consumption market

Each of these consumption markets have a number of SKUs under it. Some of the most
consumed SKUs in retail market are 500ml, 1 litre, 1.2 litre, 1.5 litres, 2 litres, and 5 litres.
Recently Bailley has launched 330ml pack targeted against 330ml pack size of soft drinks
especially the aluminum-can drinkers.

The institution market is largely constituted by the hotel industry, caterers, offices, parties, travel,
tourism, hospitals etc. The SKUs that are available in this market are 10 litres and above besides
this we have pack size of 250ml plastic cups.
The market can also be divided on the basis of the price at which this bottled water is available
into three categories:

 Super premium mineral water

 Premium local natural mineral water
 Popular or plain bottled water

Presently, Evian of Danone group; Perrier and San-Pellegrino of Nestle belong to super premium
category. Catch, Himalayan, Brilliant etc. belong to premium local natural mineral water
category.
All other brands like Bisleri, Bailley, Kinley, Aquafina etc. belong to popular or plain bottled
water category.
The packaged drinking water market is often categorized as per the clients they have:
Corporate, Theaters, Gymkhanas, College Canteens, Retail Outlets, Hotels and Restaurants and
Occasions.

9|Page
1
www.nrdc.org/water/drinking
3.4 INDIA TO FACE SEVERE WATER CRISIS IN THE FUTURE

The per capita water availability in India is projected to decline to about 1,140 cubic meters per
year in 2050 from 1820 cubic meters per year recorded in 2001 according to the
Intergovernmental Panel on Climate Change (IPCC).
"India will see a severe water crisis in 20 years if the government doesn't change its ways and
clashes are already taking place because the resource is so scarce." This was the warning by the
World Bank way back in 2005. "Estimates reveal that by 2020, India's demand for water will
exceed all sources of supply.
All these reports point to just one thing for us now. That we should he on serving water and be
judicious in its use. If water is wasted today then it is our future generation which will suffer
because of it. So everyone needs to make a point from now to save water in any way they can.
If we cannot do that then the future is very clear. Water will be one of the most expensive
commodities and everyone will have to buy water shelling out huge amount of money for the
same. The implications could be worse than these if action is not taken now.
Water infrastructure projects should also speed up in the country through public-private
partnership. This is of immense importance in a country where rural population has very little
access to safe drinking water. What these infrastructure projects will also ensure is employment
generation and in the current global crisis the country need to stand up and generate local
employment through these opportunities and challenges.
The fastest growth in the consumption of bottled water in the world has been recorded in India
according to a new study conducted by the US based earth policy institute. It even questions the
rising thirst for bottled water with consumption tripling in India over the past five years.

2 10 | P a g e
World Bank report
3.5 INDIAN SCENARIO

In 1967, Bisleri set up a bottling plant for manufacturing and marketing its mineral water but that
time the concept of mineral water was failed. The brand was later on sold off to Parle group
acquired the Bisleri of Italy for launching soda water but later launched bottled water also. The
launch at that time was a big flop as concept of buying Water that ton the Indian public did not
accept form. The market remained dormant for quite long (for a period of 20 years or so). The
market throughout this period was formed only by the premium products that too available
through 5-star hotels.
In early 1990s with onset of liberalization policy by the Indian government, coming in of cola
majors, sell out of local soft drink brands of Campa, Thumb’s Up, Gold Spot etc. by pane to
coke and other factors led Bisleri to test waters again. Bisleri re-launched its bottled water in
1994. With exposure of media and exposure to international life styles, deteriorating levels of
portable water, increases in a number of water borne classes, increases in awareness about health
and hygiene and other related factors led to acceptability of concept of mineral water. The
market has not looked back ever since then and has grown leaps and bounds to such an extent
that a number of genuine as well as fly-by-night operations have entered it to milk it.

Bottled water slaking consumers thirst.

The Indian bottle water industry has grown phenomenally over the past decade. A major part of
the demand stems from out of home consumption by people on the move, because the quality of
drinking water available otherwise is suspect. Of course, some also consume bottled water (or
high price mineral water in some instance) as a style statement. While it has its positive aspect,
the bottle water industry is often questioned for its over-extraction of the ground water. It’s very
high cost of delivery and massive generation of solid waste in the form of non-biodegradable
plastic bottles is this industry really slaking in consumer's thirst or is it being too expensive and
wasteful?

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3
www.bottledwaterindia.web
The Big Boom
The bottle water industry has tin-doubted been one of the fastest growing business sectors in
India. The way it has grown since the early 1990s is indeed astounding.
And the high growth rate is expected to continue into future. Starling from a small base, the
growth was exponential up to early years of current century. Thereafter, there was a decline in
the pace of growth, and we now witness a comparatively linear growth, but nonetheless fairly
rapid.
The bottle water industry is reported to have growth nine-fold over the past decade from around
15 million cases in 1997-98 to an estimated 130 million eases in2007-08 (I case=48 liters)this
traction to a compounded annual growth rate 24% per annum. In same year, the growth rate has
been as high as 40%. The market size is further projected to increase to 265 million cases by the
year 2014-15 this works out of a projected growth rate of nearly 11% a year. While one has
crossed the exponential growth phase experienced during the industry's nascent period, there is
lot of untapped potential and the industry would continue to experience double digit growth rates
for several years to come."'
In terms of value, the Indian bottled water segment is estimated currently at Rs.3000cr per
annum and expected to double within the next seven years. The international players currently
see India as the destination with a lot of growth possibility. India is already the tenth largest
bottled water consumer in the world.
A major part of the demand for bottled water stems from out of home consumption by people on
the move, because the quality and safety of drinking water available otherwise is suspected the
fear of contracting water-home infection prompts many to go in for bottled water during journey
and when one is away from home. Of course, sonic also consume bottled water (or high price
mineral water in some instance) as a style statement.
In part the industry pews its existence to the poor quality of portable Water supplied by the
municipal authorities/water supply boards and further to the inadequate hygienic standard
prevalent in most public eating place, where the water served of often contaminated. The demand
has been further fueled due to increasing income and changing lifestyle of the urban middle and
upper classes of the population. It is also triggered by advertising and wide —spread distribution
of the product.

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3
www.bottledwaterindia.web
 Life Cycle of the Industry

Here 1990 was selected as base year and from 1990 sales in bottled water has increased year by
year but not that much level to 2004-05 so this covers under introduction stage of bottled water
industry. After increase in awareness among people and known side effects of non purified
water, people have moved from tap water to bottled water and this change has increased sales of
bottled water in market. Until 1992, the demand for bottled water in India was mostly limited to
foreign tourists, corporate meetings, conferences, etc. The introduction of bulk packaging
extended the market to new and numerous consumers (Jose Raphel, 1998). In this period firms
focus on branding and patenting for maintaining right to produce played an important role.

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Advertising express May 2008, pg-55

 TABLE1
EXPONENTIAL INCREASE IN DEMAND OF BOTTLED DRINKING WATER:
1990-2015

Year Million Cases

1990-91 2.2
1991-92 2.6
1992-93 3.5
1993-94 4.7
1994-95 6.5
1995-96 8.5
1996-97 11.5
1997-98 15.5
1998-99 20
1999-2000 26
2000-2001 33
2001-02 44.5
2002-03 55.6
2003-04 68.15
2004-05 82
2005-06 97
2006-07 112.85
2007-08 129.85
2008-09 146.8*
2009-10 164.45*
2014-15 265*

 Estimated Projects(Prediction) Source:indiastat.com

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After 2005-06 bottled water sales increased in market and it showed growing stage of industry,
because people started using bottled water for status and for health safety. Now in 2008 bottled
water industry grew at a rate of 38% so its sales increased faster as compared to past year so we
can say that the industry came under growth stage. Maintaining existing features and adding new
features to the product was seen here, broader audience was available for industry product.
In India for instance, the bottled water industry, with more than 100 companies, has a turnover of
about US$ 70 million, growing at an average rate of 50% every year. This sector employs 15'000 to
20'000 people in the country (Jose Raphel, 1998).

(Source-4Advertising express May 2008, pg-55)

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3.6 Hypothesis to be tested

An assumption taken to be true for the purpose of argument or investigation is called a

hypothesis. Following are the two types of hypothesis.

Null Hypothesis, Ho – It is an assumption which the researcher tries to disprove, reject or

nullify.

Alternate Hypothesis, Ha - It is a statement of what a statistical hypothesis test is set up to

establish and negate the null hypothesis.

Following are the set of hypothesis established to answer various research problems.

1. Frequency of use of mineral water

Ho: Larger Proportion of people always use mineral water.

Ha: Larger Proportion of people go for an occasional use of mineral water

2. Choice of soft drink over mineral water

Ho: People prefer soft drink when thirsty.

Ha: People like to have mineral water in a thirst condition.

3. Awareness of all major brands of mineral water

Ho: People are aware of all the brands of mineral water.

Ha: People are not aware of all the brands of mineral water.

4. Customer preference in terms of bottle sizes

Ho: 5 ltr and 20 ltr bottles of mineral water are the most preferred ones, by the
population.

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 Ha: 5 ltr and 10 ltr bottles of mineral water are not preferred by the population.

5. Effect of advertising on purchase

Ho: Advertisement doesn’t affect purchase decision of Mineral Water.

Ha: Advertisement affects purchase decision of Mineral Water.

6. Size of bottle having higher sales

Ho: Selling of 5 ltr& 20 ltr bottles occur more frequently.

Ha: Selling of 5 ltr& 20 ltr bottles occur less frequently.

7. Reason for growth during the last five years, according to retailers.

Ho: Tremendous growth in mineral water segment is not owing to increased health
consciousness and scarcity of portable drinking water amongst the population.

Ha: Tremendous growth in mineral water segment is due to increased health

consciousness and scarcity of portable drinking water amongst the population.

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 CHAPTER FOUR
RESEARCH METHODOLOGY

4.1RESEARCH DESIGN
A research design is purely and simply the framework or plan for a study that guides the
collection and analysis of data. The Survey Research was used in this project, because retailer’s
and consumers feedback was necessary for obtaining the data. Starting a research project needs a
basic preparation regarding the issues related to the topic selected. For this one needs to do some
deskwork. Deskwork includes:

1. Determining the basic objectives of the study undertaken.

2. Collection of secondary data related to the topic from Internet, magazines & newspapers.

3. Studying the market, which one wants to cover.

4. Analyzing the objective on the basis of information collected by secondary data.

5. All the above activities at the initial stage of the project must be completed & then the main
part follows.

4.2DATA SOURCES
a) Primary data: These are those data which are collected afresh and for the first time, and thus
happen to be original in character. I have used the structured questionnaires.
b) Secondary data: These are those which have already been collected by someone else and
which have already been passed through the statistical process. I have collected it from the
sources like internet, published data etc.

Population of the study

People from Delhi/ NCR region will be included in the population.

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Sample Size:

I took 100 consumers and 50 retailers as my respondents. They were selected by random
sampling method because in this case systematic sampling is not possible since one cannot say
whether a person is using mineral water or not.

Sampling Technique
Random sampling technique will be used in this research project.

4.3 RESEARCH INSTRUMENT

For doing the survey research, structured questionnaire with closed-ended and open–ended
questions were used.

Mode of Survey
The mode of survey for the retailers and consumer’s was the filling up of the questionnaires.

Preparing the Questionnaire

 As per the requirement of the project & to achieve the objective both consumer of
mineral water & retailers of mineral water were studied apart from studying about the
domestic packaged drinking water market, Brand Bisleri in detail.

 For that close and open ended questionnaires for the consumer & for retailer were
prepared.

4.4 Data Processing

Daily data will be entered into MS-Excel sheets. After the exhaustion of the specified
geographical area this data will be analyzed using simple graphical and tabulation techniques.

Analytical Tools
After collection of data another work necessary for any data collector is to correctly analysis that
data. Statistical tools helped me to correctly analyze the data. I used here the software named Ms

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EXCEL for analysis of the data. I used following statistical tools:

Hypothesis Testing
Chi-square test will be used when the set of observed frequencies obtained after experimentation
have to be supported by hypothesis or theory. The test is known as χ2 test of goodness of fit and
is used to test if the deviation between observation (experiment) and hypothesis may be
attributed to chance (fluctuations of sampling).χ2also enables us to explain whether or not two
attributes are associated or related to each other.
To test the goodness of fit: It helps to test goodness of fit by using null and alternate hypothesis.
STATISTICAL TOOLS TO BE USED

1. Chi –Square Test

Procedure:
(1) Set up the null hypothesis that there is no significant difference between the observed and
expected value.
(2) We compute the value of CHI- square by using the formula

CHI-square = Σ χ2=Σ (( Oi- Ei)2/Ei)

O- Observed value
E- Expected value
Degree of freedoms=(R-1)(C-1)
Level of significance=5

4.5 Alignment of primary and secondary data

For the purpose of the market survey, I had designed the research based on primary data. For the
collection of primary data, two structured questionnaire for the retailers and the customers were
designed.
Secondary data will be used to supplement the primary research and in terms of capacity and
profile of package drinking water industry. We will try to confirm the facts of secondary data
with the primary study related to growth in the industry and Bisleri’s market strategies to be
adopted for increasing its sales and brand preference in the market.

20 | P a g e
 CHAPTER FIVE
ANALYSIS AND INTERPRETATION
CONSUMER RELATED SURVEY

1. WHICH BRAND DO YOU PREFER WHILE BUYING MINERAL

WATER?

56%
60%
50%
40%
24%
30%
20% 12%
8%
10%
0%
Bisleri Kinley Aquafina Others

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NAME OF BRAND CONSUMER PREFERENCES
Bisleri- Most Preferred 56%
Kinley 24%
Aquafina 12%
Others 8%

According to the survey conducted in Delhi & its Ncr it was analyzed that 56% of the users
go for Bisleri Water and 24% for Kinley while there are 8% of the respondents who still go
for other packaged drinking water.

2. NUMBER OF RESPONDENTS USING

MINERAL WATER FREQUENTLY

Always Often Sometimes Never

28% 27% 36% 9%
According to the survey it was seen that 28% of the users responded as using
mineral water always while 27% agreed to use it often. 36% of respondents
said they used mineral water sometimes while there are 9% of the
respondents who said they never use packaged drinking water.

HYPOTHESIS TESTING

Step1: State Hypothesis:

Ho: Larger Proportion of people always use mineral water.

Ha: Larger Proportion of people go for an occasional use of mineral

water.

Step2: State the rejection criterion

DF=4-1=3

At alpha .05 and 3 degrees of freedom, the critical value from the chi square
distribution table is 7.82.

Step 3: Compute the Test Statistics: χ2 = Σ (O-E)^2/E

Preference Observed Expected (O-E) (O-E)^2 (O-E)^2/E

Always 28 25 3 9 0.36

Often 27 25 2 4 0.16

Sometimes 36 25 11 121 4.84

 Never 9 25 -16 256 10.24

χ2=15.6
Interpretation:

As the Chi-square test statistics value 15.6 exceeds the critical value of 7.82
hence null hypothesis is rejected and our alternative hypothesis is accepted.
Hence it can be concluded that that 34% of the mineral water users go in for
an occasional use while there are still 9% of the respondents who never go
for packaged water.
 3. RESPONDENTS CHOICE AMONGST MINERAL
WATER AND SOFT DRINKS

Always Often Sometimes Never

48% 15% 25% 12%

48% respondents agreed to always choosing mineral water over soft drinks
when thirsty while 15% chose it often, 25% agreed to choosing it sometimes
while 12% consumers said they never have mineral water when thirsty.
HYPOTHESIS TESTING

Step1: State Hypothesis:

Ho: People prefer soft drink when thirsty.

Ha: People like to have mineral water in a thirst condition.

Step2: state the rejection criterion

DF=4-1=3

At alpha .05 and 3 degrees of freedom, the critical value from the chi square
distribution table is 7.82.

Step 3: Compute the Test Statistics: χ2 = Σ (O-E)^2/E

PREFERENCE OBSERVED EXPECTED O-E (O-E)^2 (O-E)^2/E

Always 45 25 20 400 16

Often 15 25 -10 100 4

Sometimes 25 25 0 0 0

Never 12 25 -13 169 6.76

X2=26.76
Interpretation:

As the Chi-square test statistics value 26.73 exceeds the critical value 7.82
hence null hypothesis is rejected and hence we reached at the result that our
alternative hypothesis is accepted. Hence it can be concluded that that 48% of
users always go in for mineral water when they are thirsty.

4. BRAND AWARENESS OF MINERAL WATER

AMONG RESPONDENTS
 Brands Respondents
0-2 40%
3-5 50%
6-10 10%
10 and above 0

The survey conducted in showed that 40% of the respondents were aware of
0-2 brands packaged drinking water, 50% of 3-5 brands, 10% were aware of
6-10 brands while none were aware of more than 10 brands.

HYPOTHESIS TESTING

Step1: State Hypothesis:

Ho: People are aware of all the brands of mineral water.

Ha: People are not aware of all the brands of mineral water.

Step2: State the rejection criterion ll

DF=4-1=3At alpha .05 and 3 degrees of freedom, the critical value from the
chi square distribution table is 7.82.

Step 3: Compute the Test Statistics: χ2 = Σ (O-E)^2/E

PREFERENCE OBSERVED EXPECTED O-E (O-E)^2 (O-E)^2/E

0-2 40 25 15 225 9

3-5 50 25 25 625 25

6-10 10 25 -15 225 9

10 and above 0 25 -25 625 25

 χ2
=68
Interpretation:

As the Chi-square test statistics value 68 exceeds the critical value of 7.82
hence null hypothesis is rejected and hence we reached at the result that our
alternative hypothesis is accepted. Hence it can be concluded that most of the
people know only about the main brands which are owned by the big
companies and are advertised hugely. Mainly 3 -5 brands only comes to the
minds of the customer in regards to mineral water.

5. CUSTOMER PREFERENCE IN TERMS OF BOTTLE

SIZES
 SIZE OF BOTTLES CONSUMER
PREFERENCES

0.5 ltr 60%

1 ltr 20%

5 ltr 5%

20 ltr 15%
According to the survey 60% of the respondents preferred to buy 500ml
bottles, 20% preferred 1ltr bottles while 5%& 15% preferred 5ltr and 20 ltr
respectively.

HYPOTHESIS TESTING

Step1: State Hypothesis:

Ho: 5 ltr and 20 ltr bottles of mineral water are the most preferred ones,
by the population.

Ha: 5 ltr and 10 ltr bottles of mineral water are not preferred by the
population .

Step2: state the rejection criterion

DF=4-1=3

At alpha .05 and 3 degrees of freedom, the critical value from the chi square
distribution table is 7.82

Step 3: Compute the Test Statistics: χ2 = Σ (O-E)^2/E

PREFERENCE OBSERVED EXPECTED O-E (O-E)^2 (O-E)^2/E

0.5 ltr 60 25 35 1225 49

1 ltr 20 25 -5 25 1

5 ltr 5 25 -20 400 16

20 ltr 15 25 -10 100 4

χ2 =70

Interpretation:
As the Chi-square test statistics value 70 exceeds the critical value of 7.82
hence null hypothesis is rejected and hence we reached at the result that our
alternative hypothesis is accepted. Hence it can be concluded that that the 5
Ltr. and 20 Ltr. bottles are usually preferred only during special occasions
such as marriage and Birthday parties. Otherwise the 1 ltr and 500 ml bottles
are the most preferred once.

6. CUSTOMERS PREFERENCES REGARDING PRICE

OF MINERAL WATER
Respondent’s view Yes No
% of Respondent’s 42% 58%
The observation shows that most of the people are not happy paying the
price, the companies are charging for the product. They feel that the price
should be a little lower.

7. AFFECT OF ADVERTISING ON PURCHASE

Response % of respondents

Strongly Agree 10%

 Agree 46%

Strongly Disagree 14%

Disagree 25%

Indifferent 5%

46% agreed to the fact that advertising of packaged drinking water affected
their purchase while 10% strongly agree, 25% of the respondents disagreed,
14% strongly disagreed, while 5% consumers said they were indifferent
towards it.

HYPOTHESIS TESTING

Step1: State Hypothesis:

Ho: Advertisement doesn’t affect purchase decision of Mineral Water.

Ha: Advertisement affects purchase decision of Mineral Water.

Step 2: Set the Rejection criteria:

DF = 5-1 = 4

At alpha .05 and 4 degrees of freedom, the critical value from the chi
square distribution table is 9.49

Step 3: Compute the Test Statistics: χ2 = Σ (O-E)^2/E

Preference Observed Expected (O-E) (O-E)^2 (O-E)^2/E

Strongly 10 20 -10 100 5

agree

Agree 46 20 26 676 33.8

Strongly 14 20 -6 36 1.8
disagree

Disagree 25 20 5 25 1.25

Indifferent 5 20 -15 225 11.25

2=53.1

Interpretation:

As the Chi-square test statistics 53.1 exceeds the critical value of 9.49 hence
null hypothesis is rejected and hence we reached at the result that our
alternative hypothesis is accepted. Hence it can be concluded that
advertisements affect purchase decision of Mineral Water.

8. AVAILABILITY OF PACKAGED WATER BRAND

OF YOUR CHOICE
Good Availability % of respondents

Yes 51%

No 47%

Can’t say 2%

It was seen in the survey that 51% said that their choice of mineral water was
readily available everywhere, whereas 47% disagreed and 2% were not sure.
 9. GROWING HEALTH CONSCIOUSNESSAMONG
INDIANS

Yes No
73% 27%

The observation shows that most of the population in Delhi & its NCR agree
that Indian are getting Health Conscious now-a-days
 10.PREFERENCE FOR MINERAL/PACKAGED
WATER OVER NORMAL WATER BECAUSE OF
HYGIENE

Yes No
82% 18%

The reason for the higher preference for Mineral water considering hygiene
important may be the fact that the normal water which we get is not always
very hygienic and may cause many diseases, also the increase in the
awareness of being fit and people becoming health conscious.
 RETAILER RELATED OBSERVATIONS AND FINDINGS

1. TYPES OF BRANDS RETAILERS KEEP

Advertised Non-Advertised Both

35% 5% 60%
According to survey, 35% of retailer go in for advertised products and non-
advertised products do not have any weight Around 60% retailer believe in the
combination of both (advertised and non-advertised version).

2. BRAND MOSTLY SOLD

NAME OF BRAND % OF RETAILERS AGREEIN

Bisleri 62%
Kinley 26%
Aquafina 4%
Others 8%

According to the survey of retailers 62% said the most sold brand was Bisleri
followed by Kinley to which 26% agreed while 4% said that Aquafina was sold
most and 8% voted for other brands.

3. SIZE OF BOTTLE SELLING MORE

Size of bottle 0.5 ltr 1 ltr 5 ltr 20 ltr

% of respondents 60% 28% 4% 12%

According to the survey of retailers 60% said that 500ml bottles were sold most
followed by 1ltr as said by 28% while 4% and 12% said 5lts & 20ltr were sold the
most.

HYPOTHESIS TESTING

Step1: State Hypothesis:

Ho: Selling of 5 ltr& 20 ltr bottles occur more frequently.

Ha: Selling of 5 ltr& 20 ltr bottles occur less frequently.

Step 2: Set the Rejection criteria:

DF = 4-1 = 3

At alpha .05 and 3 degrees of freedom, the critical value from the chi square
distribution table is 7.82

Step 3: Compute the Test Statistics: χ² = Σ (O-E)^2/E

Preference Observed Expected (O-E) (O-E)^2 (O-E)^2/E

0.5 ltr 30 12 18 324 27

1 ltr 14 12 2 4 0.33

5 ltr 5 12 -7 49 0.75

20 ltr 6 12 6 36 3

2=31.08
Interpretation

As the Chi-square test statistics 31.08 exceeds the critical value of 7.82 hence null
hypothesis is rejected and hence we reached at the result that our alternative
hypothesis is accepted. Hence it can be concluded that both 0.5 Ltr and 1 Ltr version
are selling well but 5 Itr are selling less as compared to others.
 4. Basis of selling a particular Packaged Drinking Water Brand

Reasons % of Respondents
Demand by the customer 48%
Schemes offered by the companies 10%
Advertisement 14%
More margins 26%
Others 2%

Mostly the demand by the customer is the main reason for selling of
particular brand of Packaged Drinking Water and then it comes to schemes,
advertisements and margins. The other reasons included availability,
replacement of leaked bottles etc.

HYPOTHESIS TESTING
Step1: State Hypothesis:

Ho: Demand of the customer is not the main reason for selling of a
particular brand of packaged drinking water.
Ha: Demand of the customer is the main reason for selling of a
particular brand of packaged drinking water.

Step 2: Set the Rejection criteria:

 DF = 5-1 = 4
At alpha .05 and 4 degrees of freedom, the critical value from the chi square
distribution table is 9.49

Step 3: Compute the Test Statistics: χ² = Σ (O-E)^2/E

Preference Observed Expected (O-E) (O-E)^2 (O-E)^2/E

Demand by 24
10 14 196 19.6
the customer
Schemes 5
10 5 25 2.5
offered by the
companies
Advertisement 7
10 -3 9 0.9
More margins 13
10 3 9 0.9
Others 1
10 -9 81 8.1

2=32.00

Interpretation

As the Chi-square test statistics 32 which exceeds the critical value of 9.49 hence
null hypothesis is rejected and hence we reached at the result that our alternative
hypothesis is accepted. Hence it can be concluded that demand of the customer is
the main reason for selling of a particular brand of packaged drinking water.
 5. MORE MARGINS ON SELLING BRAND

Brand (with maximum margins) % of respondents

Bisleri 40%

Kinley 28%

Aquafina 11%

Others 21%

Among the 50 retailers that took part in the survey 40% said that they earn
maximum margins on Bisleri while 28% said Kinley and 11%& 21% said Aquafina
and others respectively.

6. GROWTH DURING THE LAST FIVE YEARS

 ACCORDING TO RETAILERS

Health consciousness Advertisements Scarcity of water Others

38% 32% 25% 5%

According to the retailers the growth rate has been very high as 38% think that the
population has become health conscious, 32% say it is due to scarcity of drinking
water and 25% say it is due to increased advertisements while 5% say that there may
be other reasons like higher living standars, more disposable income etc.

HYPOTHESIS TESTING

Step1: State Hypothesis:

Ho: Tremendous growth in mineral water segment is not owing to increased

health consciousness and scarcity of portable drinking water amongst the
population.

Ha: Tremendous growth in mineral water segment is due to increased health

consciousness and scarcity of portable drinking water amongst the
population.
Step2: state the rejection criterion

DF=4-1=3

At alpha .05 and 3 degrees of freedom, the critical value from the chi square
distribution table is 7.82.

Step 3: Compute the Test Statistics: χ² = Σ (O-E)^2/E

Preference Observed Expected (O-E) (O-E)^2 (O-E)^2/E

Health 38 12 26 679 56.33

Consciousness

Advertisement 32 12 20 400 33.33

Scarcity of 25 12 13 169 14.33

portable
drinking water

Others 5 12 -7 49 4.08

2 =108.7

Interpretation:

As the Chi-square test statistics value 108.07 exceeds the critical value of 7.82
hence null hypothesis is rejected and hence we reached at the result that our
alternate hypothesis is accepted. Hence it can be concluded that Last five year
seen a tremendous growth in the mineral water segment. The growth rate has
been very high, owing to increased health consciousness amongst the
population, arising from scarcity of potable drinking water.
7. FUTURE PROSPECTS OF MINERAL WATER
MARKET
Retailer's prediction Excellent Good Average Poor

% of retailers 42% 30% 16% 12%

40% of the total respondents said that the future prospects of the mineral
water industry is excellent, 30% said it was good while 16% gave it an
average & 12% said it had a poor future.

SWOT ANALYSIS OF BISLERI

Strengths

 Core business of company.

 First mover in this business since 1969.
 Good brand awareness and brand positioning.
 Available in different packs like cups, 500 ml, 1 lit, 1.2 lit, 2 lit, 5 lit and
20 lit.
 Has become generic name in the mineral water market.
 Availability of Bisleri in all over India with solid infrastructure facility.
 Focus on customer orientation through low price strategy.
 Product differentiation by introducing patented break way seal cap.
 Best service and proper response to dealers and customers.
Weakness

 Lack of brand loyalty as MNC's are entering the market like Nestlé’s
Purelife, Pepsi's Aquafina.
 Lack of Global Awareness in brand.
 Lack of proper advertising to create brand awareness.
 Market coverage is not fully utilized.
 Institutional sales are not penetrated properly.
 Lack of technological up gradation.

Opportunity

 Indian bottled water industry is still at growth stage.

 Influence of tourists and expatriates.
 Bisleri as a daughter company of Parle has a strong presence in India.
 Unreliable municipal water quality.
 People are becoming health conscious.
Threats

 Numbers of players like Kinley and other local players are present in the
market have already captured the market.
 Tough competition from MNC's like Coke & Pepsi.
 Fluctuation in sales due to seasonality.
 Local manufacturers who refill used bottle Hampers the image of the
industry.
 Water filters and soft drink industry is a major threat to industry.
 Coke and Pepsi are already having strong distribution network in bottle
water industry with their own fleet of trucks & vans.
 PEST ANALYSIS

Political Analysis
 Government failure to provide safe drinking water.
 Laws encouraging ground water exploration.
 Environmental regulations.

Economic Environment
 Developing Economy.
 Better infrastructure:

Social Environment
 Scarcity of water.
 Health conscious people.
 Population growth rate.

Technological Environment
 Economies of scale

CHAPTER SIX

DISCUSSIONS OF STUDY

100 consumers & 50 retailers were identified in some of major areas in the
city for conducting the survey.
FOLLOWING INFERENCES WERE DRAWN FROM THE
FINDINGS....

 Brand awareness of the customers is mainly more about the top, more
publicized brands which they also brought more.

 Initially we enquired about the numbers of brands that the retailers sell
and most of them specified not more than 3 - 4. This indicates that the
retailers prefer only the main brands.

 Most of the retailers usually keep highly advertised brands.

 Here two basic questions as to which brands are selling more and which
one is being supplied more were combined. The answer was obvious and
i.e., the one which is sold more is supplied more and it is 'Bisleri' (in
most cases).

 51% of respondents said that their preferred brand was readily available
everywhere which is 5% lower to that of the people who said that their
preferred brand is Bisleri which means that there is a probability that
some consumers are not able to readily find Bisleri always.

 Mostly the demand by the customer is the main reason for selling of
particular brand of packaged drinking water by a retailer but there were
considerable number of retailers who said higher margins was also one of
the deciding factors.

 It was a mixed reaction of the retailers when asked about the highest
margin paid to them by a company out of the total 50, majority said that
Bisleri paid the highest.
 Consumer’s answer to which size of bottle they prefer was 500ml and
1ltr bottles.

 The retailers' answers as to which size of bottle is selling more were

inclined towards the 1 ltr and 500 ml bottles with certain exceptions.

 Majority consumers also agreed that advertisements affected their

purchase decision of a particular packaged drinking water brand.

 With the increasing heath consciousness of the consumers they prefer

packaged drinking water more to tap water due to hygienic
considerations.

 Regarding the growth and future prospect of the mineral water market
nearly all of the retailers were optimistic and ranked it as a very rapidly
growing excellent market.
 CHAPTER SEVEN

RECOMMENDATION AND SUGGESTIONS

FOR BISLERI

 Bisleri should spend more on sales promotions to reinforce its brand

image in the market.

 Campaign, stalls to beat local brands & create awareness.

 They can tie up with large commercial complex, hotels & airlines
industries as they are the emerging sector.

 New Market segments

 Retailers need to concentrate on 5 and 20 ltr bottle which can be

possible only if properly advertised & home delivery of jars is
done to the end customers.
 The market is too congested and confused in the Delhi & its Ncr
region, so the company should properly promote & strengthen the
distribution channel to survive the competition.
 Can enter into premium segment market. It can also explore
international markets specially developing market
 They can target the youth segment.
 Launching trendy packs to attract more and more customers.

 In Bottled water industry people purchase those products which are

easily available in market

 So transportation is key activity for bottled water industry.

Hence development of transportation is important.
  Action plan for covering the sample population: There are
four major segments selected for the jar and dispenser business
which Bisleri should focus to have better availability of its
product:
 Hospitality industries: Hotels, restaurant, Bakers &
confectioneries Ice cream parlors, bars, and catering services.
 Institutional sales: Factories, Export house, School& Education
institution and hospitals.
 Offices & Households: Commercial complexes, main market,
residential flats & housings colonies.
 Retail segment: All Panwalas, general store, and Juice & Ice
cream parlors.

 As the future of the industry is very bright if is important to leverage

this growth by-
 Investing in Research and development.
 Looking out for product differentiation.
 CONCLUSION

 After analysis of the data & facts we have collected from consumer &
the retailers & matching them with the objectives one can say that
there is very good future for mineral water market. Soft drink
market might be some threat to the mineral water at present but
within few years the scenario is going to change. Trend signifying
increasing health consciousness amongst Indians could also be
observed.

 Market has seen a tremendous growth from the early nineties & now it
is increasing by 40% every year so one can easily say there is great
potential in the mineral water market.

 It could also be observed that the living standards of the people

improving & as they are becoming health conscious are ready to pay
for water now. On the question of survival of so many companies
government has made policies & restrictions from April 2001 which
will force many manufactures to shut down their factories. But due to
potential in the market companies with quality product will survive.

 Finally from the data collected at both primary and secondary level one
can confidently say that Bisleri as packaged water brand is the current
market leader.
 CHAPTER EIGHT
LIMITATIONS OF THE STUDY
Any research or study always has some limitations under which this has to
be undertaken. This one too was not an exception. These limitations are
poised by the environment some external and some inherent. This study has
been conducted with utmost consideration to the adequacy of data and
quality of information, though as mention earlier the reliance on the sources
cannot be minimized to zero in context of precision. The limitation can be
enlisted as hereunder:-

1. The perception level of the respondents. The responses given by

respondents were not always accurate because the respondents gave the
response according to their understanding.
2. Availability of documents as sources of secondary information.
3. Reliability of information collected from various public information
sources such as magazines and website.
4. Respondents are not willing to fill the questionnaire.
5. Very often the respondent do not express their true feelings, in such
case their habit, preference, practice, cannot be assessed correctly.
 6. Some of the respondents refuse to give the important information best
known to them.
7. Time was a limiting factor for the study
8. Cost and coverage of survey area

However in spite of these limitations all efforts have been put to make the
report correct, genuine, and fulfilling the objectives of the reports.

CHAPTER NINE
REFERENCES

BOOKS & JOURNALS–

 Kotler Philip, “Marketing Management” New Delhi, Prentice Hall of

India, 2003(9th edition)
 Kothari C.R, “Research Methodology” New Delhi, VishwaPrakash,
2003(2nd edition).
 S H.W. Boyd, R. Westfall and S.F. Stasch, “Marketing Research-
Text and Cases” (7th Edition)
 Britannica Encyclopedia
 Mr. Hari Sundar(2008), “Indian Packaged drinking water industry”,
Advertising Express page no-55
  Jaspreet Bhasin Chandok (2003), “Strategies for Survival of Indian
FMCGs” Journal of Retailing Vol. 68,Pg 34
 Catherine Ferrier(2001), “Bottled water: Understanding a social
phenomenon” , WWF Reports

OTHERS –

 Internet
 Magazines

 en.wikipedia.org/wiki/Bisleri
 www.finewaters.com/Bottled_Water/India/Bisleri.asp
 www.bisleri.com/
 www.bottledwaterindia.web
 www.nrdc.org/water/drinking/

ANNEXURE
CONSUMER QUESTIONNAIRE

Name of the respondent __________________________

Address of the respondent __________________________
Contact no. ________________________________________

QUESTIONS

Ql. How often do you consume mineral water?

a) Always b) Sometimes
c) Often d) Never
Q2. When feeling thirsty you opt for Mineral water over Soft drink,
juices etc

a) Always b) Sometimes
c) Often d) Never

Q3. How many brands of mineral water are you aware of?

a) 0-2 b) 3-5
c) 6-10 d) 10 and above
 Q4. Is your preferred brand of mineral water easily available?

a) Yes
b) No
c) Can’t Say

Q5. Which size of bottle do you prefer?

a) 500 ml b) 1 ltr.
c) 5 Itr d) 20 Itr

Q6. Do you think mineral water is much more hygienic than normal water?

a) Yes b)No

Q7. Do you think the price the companies are charging, is worth the
product?

a) Yes b) No
Q8. Does advertising of this product has any effect on your purchase?

a) Yes b) No

Q9. Do you think Indians are getting more health conscious day by day?

a) Yes b) No

Q10. Which brand do you prefer while buying mineral water?

a) Bisleri b) Kinley
c) Aquafina d) other
 RETAILER'S QUESTIONNAIRE

Name of the respondent ___________________________

Address of the respondent _________________________
Contact no. ______________________________________

QUESTIONS
Q1. How many brands of mineral water do you sell (specify)?

a) 2-3 b)3-5
c) More ___________

Q2. What types of brands do you have?

a) Advertised b)
No
n-
Ad
vert
ised
 c) Both

Q3. Which brand is selling more?

a) Bisleri b) Aquafina
c) Kinley d) Others

Q4. Which size of bottle is selling more?

 a) 500 ml b) 1 ltr
b) 51tr d) 20 Itr

Q5. What is your basis of keeping a particular Packaged Drinking

Water Brands at your shop?

a) Demand by the customer

b) Schemes offered by the companies
c) Advertisement
d) More margins
e) Others ______________

Q6. On which brand do you get more margins?

a) Bisleri b) Aquafina
c) Kinley d) Others

Q6. Do you feel there is growth in the mineral water market in the last 5
years?

a) Yes b) No

Q7. If answer to above question is yes, then what do you think is the
reason for this
growth?

a) Increase in Health consciousness of people

b) Increase in Advertisements
c) Scarcity of drinking water
d) Others
Q8. What is the future prospect of this market?
a) Excellent b) Good
c) Average d) Poor